Research On The Brand Positioning Of Impulse Fitness Club

The rapid development of economy and society, people’s life and work pressureincreasing, health problems have received extensive attention in recent years, and thecountry put forward the development of national fitness campaign, to promote the vigorousdevelopment of the sports industry in china. A lot of fitness club brand into the market,increasingly fierce competition, the fitness industry has a high degree of homogeneity. Sothe exploration of establishing an accurate, suitable for the market competitionenvironment, the unique brand positioning your brand charm, is to ensure that Impulsefitness club talent showing itself in the homogenization of the industry competition andincreasingly fierce competition in the market to occupy the absolute advantage of long.This paper is divided into six parts, the first chapter is introduction, introduces theresearch background and significance of this paper, followed by introduction of the fitnessclub in marketing and brand positioning research at home and abroad, and then introducesthe research contents, ideas and research methods. Finally research innovation point.Introduction to the theory of the second chapter, strengthen the theoretical basis of thisresearch. The third chapter introduces the status of brand positioning Impulse fitness cluband the main problems faced. The fourth chapter Impulse fitness club customer demandpreference survey, analyse according to the survey data, the research conclusion. To putforward suggestions on Impulse fitness club brand positioning the fifth chapter. The sixthchapter is the conclusion part is mainly the research conclusion.In this paper, using the method of literature, questionnaire survey method,mathematical statistics, logic analysis method. In the research, access to a large number ofdomestic and foreign literature and analysis, found out the mature experience and worthlearning, scientific, rational design of the questionnaire, in-depth Changchun City Impulsefitness club has five venues representative implementation study, through investigation ofthe statistics, and reasonable logic analysis.According to the survey data and draw the conclusion: the target customer choiceImpulse fitness club to meet the preference of exercise for health and relax to relieve thepressure of this two big demand. Through accurate analysis of survey of consumers’demand, a comparative analysis of the status and Impulse fitness club contrast rivalpositioning their own advantages and disadvantages, as Impulse ultimately determine thebrand positioning "to build a home for your physical and mental health". Referring to the research of brand positioning the mature foreign experience applied to thelocal health club is the innovation of this paper.